Business

IMG Digital Trends Report 2026 underscores AI-driven shifts and China-specific strategies for sports engagement

Thursday, 20 November 2025 5:39AM UTC

IMG's eighth Digital Trends Report for 2026 reveals how AI, localisation, and platform diversification are shaping the future of sports fan engagement, with a new focus on China's digital ecosystems and innovative content strategies.

The sports marketing agency IMG has released its Digital Trends Report 2026, offering a comprehensive forecast of the key developments and technologies set to influence the sports and media landscape over the coming year. Now in its eighth edition, the report draws on insights from over 200 digital experts worldwide and marks a significant milestone by introducing a dedicated focus on platforms vital for engaging audiences in China. This reflects an appreciation of the distinct digital environment and cultural intricacies that global sports rights holders must navigate to effectively reach Chinese sports fans.

Central to the report is the reaffirmation of YouTube as the premier platform for the sports industry, a position it has held for two consecutive years. This ranking is based on YouTube’s unparalleled capability to attract diverse audiences through multiple content formats, deliver robust revenue-generating opportunities, and provide detailed audience analytics crucial for refining marketing strategies. Following YouTube, Instagram, TikTok, and Facebook remain key players, while Spotify made its entrance into the rankings for the first time, signalling a growing recognition of its potential within the sports sector and the broader cultural convergence of sports and entertainment. In China, Douyin claims the top spot, emphasising the necessity for a tailored approach in this vast market.

The report underscores that the digital evolution in sports is heavily influenced by artificial intelligence (AI), which is woven throughout the predictions as a core driver of change. Among the standout themes is the shift from the previously cherished "quality over quantity" paradigm to an era where "more is more." Sports brands are encouraged to maintain a constant, high-volume output of polished content across all platforms, blending AI-enabled workflow efficiencies with significant investment in creative talent. This approach prioritises consistent visibility and authenticity, elements deemed essential for sustained audience engagement.

Amazon's distinctive role at the nexus of sports, technology, and consumer experience is also highlighted. Utilising AWS-powered AI insights, live streaming services, and integrated commerce, Amazon’s ecosystem uniquely connects sports rights, data, and retail. Rightsholders are advised to devise bespoke Amazon strategies that address content ownership, data governance, and the platform’s commerce-first orientation, where media content and transactional opportunities merge seamlessly.

A notable observation from the report is the growing dominance of AI assistants and agentic search tools in shaping fan discovery and decision-making, pushing sports brands into a new realm where human choice in content discovery diminishes. To remain visible in an environment increasingly populated by AI-driven zero-click searches and content summaries, the report introduces the concept of Generative Engine Optimisation (GEO). This discipline emphasises the creation of authoritative, structured, and human-authored content that AI agents can reliably cite, making the sports brand a trusted source recommended not just by people but also by machines.

The report reflects on the modern digital era’s preference for individuals over institutions, noting a trend where fans gravitate toward creators rather than corporations. Platforms prioritising authentic and personal voices compel sports organisations to develop on-camera talent, empower players and content creators, and foster two-way communication. This strategy aims to build parasocial trust and humanise sports brands, a shift essential to avoid cultural obscurity amid the rise of creator ecosystems.

With global audiences in mind, the report acknowledges that while AI-powered real-time translation has enhanced accessibility, true global resonance depends on culturally sensitive localisation shaped by human insight. Sports brands are urged to invest in regional ambassadors and craft narratives that maintain authentic local relevance, underscoring that fluency without cultural nuance is insufficient for global growth.

The report also cautions against overvaluing short-form video content, which dominates digital feeds yet can be a strategic pitfall if mistaken for long-term engagement value. While short clips serve as vital discovery tools, they should complement rather than replace long-form content like podcasts, live streams, and detailed storytelling that foster deeper fan connections and revenue streams.

In the Chinese market, the emergence of Xiaohongshu (RedNote) as a primary digital hub for Generation Alpha is emphasised. This platform blends search, social interaction, and shopping, serving as China’s key discovery engine. Success on RedNote for global sports brands hinges on nurturing trust through community-driven, native content, partnerships with local creators, and optimising for AI discoverability in an ecosystem where authentic influence is earned beyond mere advertising spend.

Summarising the global platform power rankings, YouTube leads the rest of the world, followed by Instagram, TikTok, and Facebook, while the Chinese market’s top platforms are led by Douyin, WeChat, Kuaishou, RedNote, Weibo, and Bilibili, reflecting the varied digital ecosystems sports brands must navigate.

IMG’s report presents a nuanced picture of a rapidly evolving digital landscape where the interplay of advanced AI technology and traditional human creativity is redefining fan engagement strategies. Sports organisations aiming to thrive in 2026 will need to embrace high-volume, authentic content production, local and cultural specificity, and a deep understanding of evolving platform ecosystems both globally and within China.

📌 Reference Map:

^[1] (Advanced Television) - Paragraphs 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12
^[2] (IMG) - Paragraphs 1, 2, 3, 4, 5, 6
^[3] (IMG) - Paragraphs 2, 3
^[5] (IBC) - Paragraph 2
^[6] (SVG) - Paragraphs 3, 4, 9

Source: Noah Wire Services

More on this

https://www.advanced-television.com/2025/11/20/report-youtube-the-priority-platform-for-sports-industry/ - Please view link - unable to able to access data
https://www.img.com/digital-trends-2026 - IMG's Digital Trends Report 2026 explores technologies and developments shaping the sports and media landscape for rightsholders over the next 12 months. Insights from IMG’s global team of digital experts cover content distribution disruption, Amazon's unique position in the sports value chain, and the impact of AI. The report ranks the 12 most influential third-party media platforms for the global sports industry, highlighting YouTube as the priority platform for the second consecutive year, followed by Instagram, TikTok, and Facebook. Spotify enters the list, recognising its potential in the sports industry and the cultural crossover between sports and entertainment. In China, Douyin tops the rankings. The report also features a list of important platforms for engaging audiences in China, acknowledging the tailored approach required to reach and engage sports fans in the market. The platforms are ranked based on audience profile and growth, commercial potential, and functionality offered to rightsholders and users. The report underscores the importance of human creativity and local insight amidst technological advances, predicting that these factors will matter more than ever as the industry moves into 2026. The report also highlights the significance of AI in driving change for the industry and the need for sports brands to adapt to the unique digital landscape and cultural insights in China. The full report is available on IMG's website.
https://www.img.com/digital-trends-2025/platform-power-rankings - IMG's Platform Power Rankings for 2025 highlight the most important third-party media platforms for the global sports industry. YouTube is ranked as the top platform, followed by Instagram, TikTok, and Facebook. The rankings are based on a detailed analysis of audience profile and growth, commercial potential, and the functionality offered to rightsholders and users. The report notes that YouTube has more than 2.7 billion active users, with over 100 million subscribing to its Premium or Music services. The platform has become a priority for sports industry partners due to its ability to reach, engage, and monetise audiences. The report also mentions that several athletes, including Cristiano Ronaldo, Bryson DeChambeau, and Tom Brady, have successfully launched their own channels on YouTube. TikTok, the former holder of the number one spot, falls to third place in the 2025 rankings, while Reddit is the biggest riser, moving from tenth to sixth place. The report provides insights into the evolving digital landscape and the platforms that are shaping the sports industry.
https://www.img.com/our-news/img-launches-digital-trends-report-2025-d2c-gamification-ai-personalization-and-wearables - IMG's Digital Trends Report 2025 explores technologies and developments shaping the sports media landscape for rightsholders over the next 12 months. The report highlights the shift in direct-to-consumer (D2C) strategy from non-premium content to gamification, the concept that there is no 'first' and 'second' screen, and the rise of wearables. The report also ranks the 12 most important third-party media platforms for the global sports industry, with YouTube crowned as the priority platform, followed by Instagram, TikTok, and Facebook. The report provides insights into the evolving digital landscape and the platforms that are shaping the sports industry.
https://www.ibc.org/distribution-consumption/news/youtube-emerges-as-priority-platform-for-sports-industry/20898 - According to IMG's Digital Trends Report 2025, YouTube has emerged as the priority platform for the sports industry due to its ability to reach, engage, and monetise audiences. The report ranks YouTube first, followed by Instagram, TikTok, Facebook, and WhatsApp. Reddit is noted as the year's biggest riser, climbing four places to sixth, as fans are increasingly drawn towards community-focused platforms. The report highlights that YouTube has more than 2.7 billion active users, with over 100 million subscribing to its Premium or Music services. The platform has become a priority for sports industry partners due to its ability to reach, engage, and monetise audiences. The report also mentions that several athletes, including Cristiano Ronaldo, Bryson DeChambeau, and Tom Brady, have successfully launched their own channels on YouTube.
https://www.sportsvideo.org/2025/11/19/svg-sit-down-imgs-francois-westcombe-goes-inside-imgs-annual-digital-trends-report/ - In an interview with SVG, IMG's Francois Westcombe discusses the company's annual Digital Trends Report for 2026. The report crowns YouTube as the sports industry's priority platform for the second consecutive year, citing its ability to reach new audiences across various media formats, drive revenue, and deliver audience analytics. Instagram, TikTok, and Facebook follow in the rankings. Spotify's debut on the list recognises its potential in the sports industry and the increasing cultural crossover between sports and entertainment. Westcombe emphasises the importance of understanding and catering to audience preferences, noting that fans have grown up in a different media environment and may consider traditional storytelling methods outdated. He highlights the need for sports organisations to develop on-camera talent, empower players and creators, and embrace two-way communication to build trust. The interview also touches on the integration of digital components in media rights, production, and sponsorship, and IMG's goals on the digital side for 2026, including supporting rightsholders with their organic channels and building out consultancy capabilities.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 10

Notes: The narrative is based on IMG's Digital Trends Report 2026, released on 19 November 2025, marking it as fresh and original. ([img.com](https://www.img.com/our-news/img-launches-digital-trends-report-amazons-ecosystem-authentic-localisation-and-gen-alphas-rednote?utm_source=openai))

Quotes check

Score: 10

Notes: The direct quotes from IMG's Senior Vice President & Managing Director, Digital, Lewis Wiltshire, are unique to this report, with no prior online matches found. ([img.com](https://www.img.com/our-news/img-launches-digital-trends-report-amazons-ecosystem-authentic-localisation-and-gen-alphas-rednote?utm_source=openai))

Source reliability

Score: 10

Notes: The narrative originates from Advanced Television, a reputable industry publication, and is based on IMG's official report, enhancing its credibility.

Plausability check

Score: 10

Notes: The claims align with IMG's Digital Trends Report 2026, which highlights YouTube as the priority platform for the sports industry, supported by data and analysis. ([img.com](https://www.img.com/our-news/img-launches-digital-trends-report-amazons-ecosystem-authentic-localisation-and-gen-alphas-rednote?utm_source=openai))

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary: The narrative is based on IMG's recent Digital Trends Report 2026, featuring original quotes and data, sourced from a reputable publication, and aligns with the report's findings, indicating high credibility.

Sports marketing
Digital transformation
Artificial intelligence
China market